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Karachi: Engro Foods announced the launch of their new Olper’s campaign in a press conference on January, 15th, here at a local mall, in the presence of several industry experts and media personalities. ‘Olper’s – a common name in the UHT milk category of the country – unveiled a campaign to educate the masses on the importance of milk consumption as part of a healthy and balanced diet whilst simultaneously highlighting critical issues associated with commonly available loose milk’, the official briefing revealed, here.

Ahsan Afzaal Ahmad, Director Marketing Engro Foods said, 
“Quality of milk is very important, as it dictates our development and growth. To raise awareness among masses on the consumption of quality milk is a national cause, as this is the issue of Pakistan’s future. Unfortunately, this issue has not been given the required attention, either by the government or by the private sector.

He stated, 
“Pakistan is the fourth largest milk producing country, after India, US and China. We consume milk and dairy products at length and breadth, despite this, Pakistan Nutrition survey, UNICEF and WHO reports revealed that 45 to 50 per cent children of Pakistan in certain ages have nutrition deficiency. This is the third highest percentage of stunted children in the world and it means that more than 9.6 million Pakistani children have experienced chronic nutrition deprivation in utero and/or during early childhood. Thus, their heights, weights and body development are not in accordance with their ages. There might be several reasons of malnutrition but the most important reason which these reports informed is milk”.

“Pakistan is no short of milk and our children consume it too, but due to its bad quality, they are facing health issues”, 

he asserted.

He said that in Pakistan 70 to 80 per cent milk was being adulterated, not only with water, but with harmful chemicals, urea, anti-biotic injected to animals, even element which could cause cancer found in loose milk by different researches.

While talking about Olper’s he said, “Everyday, Engro foods collect milk from thousands of farmers in villages, refrigerate it and transport it to their plants for processing. Being the only milk which passes from 28 quality tests, it then moves for further processing. We boil and refrigerate milk within one minute in our special processing units”.

“We pack this processed milk in tetra pack, which does not require to be refrigerated, as it do not have air in it; light or other impurities could not enter in it. This is the reason, Olper’s remains in safe and sound condition upto three months. This milk doesn’t have chemicals and preservatives, which gives the consumer good quality, with full nutrition value produce by nature”, 

he went on to say.

Mohammad Haroon Tarar, GM Marketing Engro foods said, “We have launched this Olper’s campaign to raise awareness about the consumption of quality milk. We intend to dispel the wrong perception and myth found in our society about UHT milk.

He further informed, “This campaign has several activities which include UHT milk benefit awareness programs on TV, seminars, workshops. It is a holistic 360 degree campaign, which would play an important role in creating awareness about the issue in our society”.
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Industry experts on the panel included Fayza Khan – a nutritionist and Chairperson Pakistan Nutritionists and Dietetics Society (PNDS), and Dr. Seema Tariq – medical expert on women & children health issues. The experts highlighted that UNICEF’s nutrition assessments – which are available publicly – revealed alarming rates of malnutrition in Pakistan.

According to one such report published by UNICEF’s malnutrition contributes to 35% of under-five year old deaths which is an easily reversible trend. Addressing the media present at the event, these professionals explained the benefits of packaged milk, which through its UHT or Ultra High Temperature process retains nutrition better than open pan boiled milk. ‘This in turn delivers better nutrition for the entire family, especially young children’ they explained.

The launch of the new campaign was marked with the showing of Olper’s new TVC featuring celebrities Vaneeza Ahmed, Kiran Khan, Saira Kabeer and Meera Ansari. Having three young children Saira Kabeer spoke about the importance of ensuring that children receive the best nutrition available.

Milk plays a vital role in the growth of a child and it is up to the parents to protect their children from potentially harmful substances that might exist in non UHT milk which could lead to severe issues such as malnutrition. Drinking milk everyday day is beneficial for people of all ages and it is time that people start questioning what it is they are pouring into their glasses every day.

‘Olper’s is a 100% preservative free UHT milk and Engro Foods premium dairy brand. It is also the market leader in packaging innovation where new formats are introduced to make consumer lives hassle-free in today’s time-sensitive world’ the official briefing elaborated.

It further said, ‘Olper’s was the first ever dairy company in Pakistan to introduce a cap on its packaging for easy opening, pouring and storing, along with the microwave friendly Mini Jug pack with an air handle and easy tear option. Olper’s has also acquired multiple certifications based on international standards which demonstrate the brand’s constant commitment to ensure their consumers are receiving a high quality product packed with nutrition’.

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